The Changing Face of Protein

Each year, more customers become aware of the benefits of adding extra protein to their diets. More than half of UK consumers are seeking to up their intake of this important nutrient to assist with their fitness and lifestyle goals.

It’s not a new craze, however. Its roots can be traced back to the 1960s when carbs and fat became the enemy of fitness discourse. But the latest iteration has been spurred on by the rise of fitness influencers and an increased focus on self-image brought in by social media.

Analysts point to the mid-2010s as the genesis of the modern protein trend, when brands like Grenade entered mainstream retail in higher volumes and household names such as Warburtons, Batchelors, and Weetabix launched options with ‘Protein’ in big bold letters on the front of packs.

Unsurprisingly, Google searches for protein spike every January and have done so for over a decade, but 2025 was the biggest month on record, indicating that this trend is not going away any time soon.

But what was a relevant protein range in 2016 might not be relevant for your shoppers now. The category is constantly changing as consumers’ understanding of what nutrients they need to succeed evolves. 

Here, we look at the strategies and products that can maximise your protein sales throughout this summer and beyond.

When do Protein Sales Spike?

As protein is associated with better fitness, Amy Bullen, manager of Costcutter Epsom in Surrey, says June and July are prime times for higher sales.

She says: “Some shoppers aim to lose a little weight or get healthier ahead of peak summertime, so we notice sales pick up. Our customers will choose a bar or shake over buying chocolate during this time, for example.”

Retailers should make sure they have a more prominent protein display in place from May. You should even consider reaching out to suppliers or your wholesaler for PoS materials to make it really stand out.

What are the Must-Stock Protein Brands?

There is one protein brand sweeping convenience stores and that’s Huel. The product is bucking the value trend, which is otherwise shaping the category.

“We stock Huel for £4 and customers continue to buy it,” Bullen says. “I think people are willing to spend more when it comes to their health.”

Huel claims it contains all the essential nutrients that are needed by the body, with each bottle featuring a balanced amount of carbs, fibre and protein. It also contains 26 essential vitamins and minerals.

Bullen stocks Huel Vanilla and Chocolate in the white variety but also stocks the same flavours in the Black range, which contains a higher amount of protein per bottle.

Justin Whittaker, owner of MJ’s Premier in Royston, Greater Manchester, has had similar success, despite being in a price-sensitive area.

“Our wholesaler has been doing a real push on Huel lately, and while some customers are led by price, we have gym goers who will have money dedicated to these protein products,” he explains.

Whittaker also claims shoppers are replacing meals with Huel, especially if they have health targets.

Outside of Huel, some will want to make drinks at home, so consider introducing a small range of protein powders. This is a great way to indicate to gym goers that you are committed to stocking a credible range.

How Can We Help?

Here at Epicurium, we stock a wide range of protein options that we believe will thrive in the warmer months:

• Barebells Milkshake - This range offers 24g of protein per bottle, has no added sugar, is lactose-free free and suitable for vegetarians. We stock four flavours: Banana, Chocolate, Strawberry and Vanilla. 
• Huel Black Edition - Huel Black Edition has four flavours: Chocolate, Iced Latte, Strawberry & Banana and Vanilla. Each bottle in this range contains 35g of protein.
• Mooch Milk - Mooch Milk is packed with calcium and contains no artificial colours, preservatives or sweeteners. It is only 1% fat and has around 10g of protein per can. It's available in three flavours, Salted Caramel, Marshmallow and Original chocolate.
• UFit  - Choose between a 25g or 50g protein content shake with UFit. Flavours include Chocolate, Strawberry and Salted Caramel.
• Warrior Protein Water - With more than 10g of protein in each bottle, Warrior Protein Water also hydrates consumers. We have two flavours available, Berry and Tropical.

Classic Protein snacks will also be in high demand this summer:

• Warrior Crunch Protein Bar - We stock a wide range of Warrior protein bars. Each bar has 20g of protein.
• Vive - Stock Vive Better Brownie and Vive Protein Mini. The Protein Minis contain 4g of protein per pack and you can stock two flavours from us: Crunchy Hazelnut, Peanut Butter and Salted Caramel.
• Tribe - Included in the range we carry is the Tribe Protein + Focus Flapjack in three flavours: Choc Brownie, Peanut Butter Blondie and Peanut Butter Choc Chip. Each are available in cases of 12 and contains 6g of protein per bar.

Need a hand to create a protein range that’s fit for the future? Get in touch with us for advice and support.